Longchamp’s Sales Surge by 44% Last Year, with an 84% Increase in Mainland China

2月 26, 2024

The French luxury leather goods brand Longchamp revealed its performance for 2023: sales increased by 44% compared to the previous year.

Longchamp stated that all of its distribution channels and markets contributed to the sales growth, with the Chinese mainland market being the primary driver, achieving an 84% increase in sales in 2023.

In 2022, Longchamp’s major markets included Europe, contributing 50% of sales (with France accounting for 30% of total sales), the United States, and China. The brand has expressed a steadfast commitment to investing in the Chinese market, planning to “open 5-6 stores each year.”

In 2023, Longchamp opened 7 new stores in China, located in commercial centers such as Beijing DT51 and Jinan MixC, and also renovated stores in Beijing SKP and Nanjing Deji Plaza. By 2023, the brand’s total number of stores in China reached 40.

At the same time, the brand added 50 new direct stores worldwide, bringing the total to 350. In addition, the brand has 50 franchised stores globally and sells in about a thousand multi-brand retail stores.

In 2023, Longchamp continued to apply its latest global design concept, “Paris Apartment,” to its stores, for example, the renovation and reopening of its store on Amsterdam’s P.C. Hooftstraat in May.

Longchamp also renovated its online store, and online sales grew by 56% for the brand in 2023. Since 2019, its online sales have increased fivefold.

In 2023, the brand launched major global marketing campaigns, including an art collaboration series with American pop artist Robert Indiana; a Spring/Summer 2023 collection launch event at the private beach of Santa Monica Proper Hotel in Los Angeles; and a glamping-inspired “Luxury Camping Party” pop-up event on Shanghai’s Hengshan Road No. 8.

Currently, Longchamp has a total of 3,500 employees worldwide, with 1,425 based in France. In 2023, the brand added 500 employees, half of them in France.

On November 28, 2020, the brand’s second-generation leader, the son of the founder Philippe Cassegrain, passed away due to complications from COVID-19 at the age of 83. Today, the Longchamp brand has passed to the third generation of the Cassegrain family: Philippe’s eldest son Jean Cassegrain serves as CEO, his daughter Sophie Delafontaine as Artistic Director, and his younger son Olivier Cassegrain oversees the operations of the brand’s boutiques in the United States.

In April 2023, Longchamp also appointed Sophie Metzker as the Global Chief Marketing and Communications Officer.

| Source: English website Fashion Network, official press releases

| Image Credit: Longchamp official website

| Editor: LeZhi